Gender Roles in Advertising
Female
- Mother
- Wife
- Object of desire
- Weak
- Socially Needy
- User
Male
- Father
- Husband
- Provider
- Strong
- Independent
- Creator
Ideal Self: When an advert caters to peoples perfect image of themselves
Intertextuality: Texts that reference each other
Pastiche: It references to another famous media piece by using similar imagery/composition
Endorsement: Uses famous people/celebrities in the advert who are trusting/ good looking etc which creates that same opinion on the product
Call to Action: An advert that instructs the audience to make immediate change, sometimes societal
L' Oreal - This is an Ad for men
The gender that this advertising campaign is aimed at is men which is different from the usual advertising campaigns that L' Oreal make which are usually aimed at a female audience.
It uses a bold block capital title to stand out to men along side some "typically woman" products such as lipstick or nail polish. This is because it is creating a Call to Action to hire more woman in leadership positions
Inverse connotations, the advert uses objects that usually do not connotate masculinity along side a title that directly targets men to create a juxtaposition
This advert wasn't removed by the ASA because it didn't cause significant offensive or break any regulations.
There would be few ethical issues
No comments:
Post a Comment